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Google reviews for dentists: asking, replying and sharing
Reviews help patients choose a clinic, and they are the area where dental clinics most often break the advertising rules without meaning to. Two sets of rules apply: Ahpra's and Google's.
The definition
What counts as a testimonial.
Ahpra's guidelines define a testimonial as a positive statement or recommendation about the clinical aspects of a regulated health service, used in advertising. Clinical aspects are the symptom or reason for treatment, the diagnosis or treatment itself, and the outcome or the practitioner's skill.
A comment only about customer service or communication, with no clinical reference, is not a testimonial. Friendly reception staff is not clinical. My crown looks perfect is.
Three questions
Asking, replying and sharing.
Can we ask for reviews? Ahpra's guidance says the ban on testimonials does not stop patients sharing their views on review platforms. Google's policy adds its own limits: no incentives, no discouraging negative reviews, and no asking only selected customers. So invite everyone, the same way, with no reward.
Can we reply? Google's advice is to reply to reviews. Ahpra is more cautious: engaging with a review on a third-party site may be treated as using a testimonial to advertise. A short, general reply that repeats no clinical detail is the careful approach, and for higher risk cosmetic procedures Ahpra's guidelines say practitioners must take steps not to interact with positive reviews.
Can we share them? Not if they mention clinical aspects. Copying such a review to your website or social pages is using a testimonial in advertising you control.
Control
Which reviews are your responsibility.
Ahpra's guidelines say advertisers are responsible for reviews on platforms they control, such as their own website and business social media pages, and are not required to remove reviews on platforms they do not control.
In practice: check your own website and Facebook page for clinical testimonials and remove them, consider switching off the reviews function on pages you control, and leave Google reviews where they are.
This page is general information, not legal advice. Ahpra and the TGA publish the rules, and their own guidance is the place to check your situation.
Questions
Common questions.
Can a dentist ask patients for Google reviews?
Ahpra's guidance says the testimonial ban does not stop patients sharing views on review platforms. Google's policy prohibits incentives and selective asking, so every patient should be invited the same way.
Can a dentist reply to a Google review?
Ahpra warns that engaging with a review may be treated as using a testimonial. A brief, general reply with no clinical detail is the careful approach.
Do we have to remove Google reviews that mention treatment?
Ahpra's guidelines say advertisers are not required to remove reviews on platforms they do not control. The clinic must not reuse them in its own advertising.
- Ahpra advertising rules for dental websites
- A plain-English guide to the Ahpra advertising rules that apply to a dental clinic's website, with each point linked to the official source.
- Before and after photos in dental advertising
- When can a dental clinic use before and after photos on its website and social media? A plain-English guide based on Ahpra's advertising guidance.
- Advertising cosmetic injectables
- How dental and health clinics can advertise cosmetic injectable services under TGA rules: what not to name, and what the guidance says is acceptable.
Next step
Start with a practice check.
Tell us about your clinic and where you think it stands. Your first practice check is free. We reply within one business day, weekends excepted, and we meet every clinic on a video call before any work begins.